Last updated on December 22nd, 2015
For marketers concerned that their web content is not performing to its maximum potential, eye-tracking software and heat maps can tell you where your visitors are looking when they view your website. There are currently 5 important eye-tracking studies that provide some insight into visitor’s browsing patterns. These studies can help marketers design more efficient copy and graphics.
1. Avoid “Dead Weight” with Visuals
When assembling a landing page, you need to ensure the elements that “pop” to the viewer are the ones that matter most to your business and/or product. Moreover, you need to ensure that you aren’t putting too much weight on the visuals that don’t encourage customers to take action. If possible, make your information available to readers in ‘chunks’ because readers will absorb the information better.
2. Make Use of Images
Images are important parts of your web content. Typically, a photo can prompt a positive physiological reaction in your viewers that can help attract them to your content, help them understand your message and even identify the subject matter.
3. Images and Directional Cues
Since images are so important, you need to be mindful of how you use them. When designing your content, remember that humans naturally follow the gaze of others and have been coached to do so since birth. If you’re using the image of a person (and it’s possible to do so) consider having the image’s face look toward the copy.
Eye-tracking studies show that embedding visuals into content are important to a site’s design. However, you should remember that you can include images to serve as visual cues of where visitors should look next.
4. “The Fold” Doesn’t have to be that Important
The phrase ‘above the fold’ refers to placing the most important information of an article or landing page above where a newspaper would be folded. Before, it was believed that internet readers adhered to this belief as well. The general consensus until recently was you should put your most important information near the top of your page.
However, research now shows that readers may not have qualms about scrolling past the fold. Therefore, you should not be afraid to use the space on your page adequately. In fact, placing content below the fold may give your readers time to read you copy before taking any action.
5. Include a Call-to-Action at the bottom of your page
Including a quick call-to-action with pertinent information at the bottom of your page is important because, as discussed in #4, people do scroll through pages—typically stopping when they hit the bottom. Placing important information here—like company specifics and linking back to specific parts of your website—can keep viewers on your page(s) longer.
By incorporating these suggestions, not only can you begin to develop better content, but you can also begin to make your content work better for you, your business and your customers.